Can Podcasting Hurt The iTunes Brand?

The answer is it just might if people who think content should be mainstream hold Apple accountable for podcasts downloaded through iTunes. Or so the Wall Street Journal suggests in a story about — gasp — racy podcasts that can be downloaded via iTunes. (Can anyone send me the link to the WSJ story about racy songs and audiobooks available on iTunes?) Apple’s podcasting guidelines allow for the rejection of material deemed too explicit while listeners can complain about; the company wouldn’t tell the Journal if either had occurred. But Forrester Research analyst Ted Schadler was willing to chat: “Apple needs to be careful to protect its brand here. … “The editorial function is just getting more and more important.” Of course, Apple also could harm its brand by blocking off access if it’s not careful.
The New York Times takes a different tack with critic Virginia Heffernan briefly explaining podcasting, than offering a tour of some shows, including some with “surprising valuable” information. That dovetails nicely with my response to her article, which isn’t a bad place to start if you’re looking for some shows to try. The quote of the day comes from Steven Williams, who eschews popularity for his podcast: “Everyone is famous for 15 people.”
“The Dawn and Drew Show” does just the right thing with all the publicity: offers a guide for first-time visitors, something a lot of major companies haven’t figured out how to do.

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